ESPN cuts `Playmakers'

Network placates image-conscious partner--the NFL

February 05, 2004|By Ed Sherman, Tribune Sports Media Reporter.

ESPN's original series "Playmakers" had everything the network wanted in its first dramatic show. It was a big critical hit on the verge of developing a cult-like following, much like HBO's "The Sopranos."

But "Playmakers" had one big detractor: The NFL.

When the NFL talks, ESPN listens.

The league's strong criticism of the negative portrayal of players led to ESPN pulling the plug on "Playmakers" after one season. The network, which is in the midst of an eight-year, $4.8 billion contract to air NFL games, announced Wednesday that there won't be a second season for the Cougars, the fictional pro team in the series.

Mark Shapiro, ESPN's executive vice president of programming and production, called the decision "bittersweet."

It actually was all bitter for ESPN, considering the 11 episodes averaged 1.6 million viewers, huge numbers for cable. Women made up a significant segment of the audience, fulfilling ESPN's goal of attracting new viewers.

Networks never sack shows with that kind of performance and potential growth, but ultimately ESPN felt it couldn't risk its relationship with the NFL.

"We proved we could succeed in this genre," Shapiro said. "But at the end of the day, we thought if we brought it back, we would be rubbing it in the nose of one of our most important broadcast partners."

The NFL voiced its displeasure for "Playmakers" even before the first show aired. League Commissioner Paul Tagliabue called Disney CEO Michael Eisner to register his concerns about the program's "one-dimensional" plots.

The Cougars lived a campy soap-opera existence, with stories focusing on steroids, spousal abuse, drug use and homophobia. The one time they showed a player visiting a hospital, he wound up stealing painkillers from a sick child.

NFL players such as Tampa Bay defensive tackle Warren Sapp ripped the show for its unbalanced portrayal of life in the NFL.

Gene Upshaw, head of the NFL Players Association, said "Playmakers" was guilty of stereotyping black players.

The NFL had only a limited reaction Wednesday.

"It was an ESPN decision," said NFL spokesman Greg Aiello. "Now we can all move on."

The cancellation comes in the wake of the controversy over Sunday's Super Bowl halftime, when Justin Timberlake ripped off a piece of Janet Jackson's top, revealing her right breast. However, the two events don't appear to be related.

"Playmakers" was on life support ever since ESPN first wavered about doing a second season.

Shapiro said the NFL doesn't dictate programming on ESPN. He said if that were the case, "the show wouldn't have aired in the first place."

However, since ESPN also airs NFL games, it has a vested interest in the league's image.

"If they think their brand is being done a disservice, then we have to be aware of that," Shapiro said.

Shapiro said ESPN never thought about returning "Playmakers" for a second season as a more NFL-friendly version of the show. He contends viewers would have seen through a watered-down version.

ESPN, though, does plan to pursue more dramatic series, with three projects in the works. However, the network did learn one lesson with "Playmakers."

"For a drama to work, we have to be provocative," Shapiro said. "But there's a fine line. We can't go on with a drama where we follow the characters doing their charities all day. But we probably could have a few more redeeming characters."

As for the future of "Playmakers," Shapiro says there is no chance the ESPN-owned series will be revived on another network. The network, though, still plans on cashing in on the show.

In a story detailing the cancellation of "Playmakers" on its Web site, ESPN also ran advertisements telling fans to pre-order the 3-disc DVD of the show's first, and as it turns out, only season.